Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector
International Journal of Ethics and Systems
ISSN: 2514-9369
Article publication date: 21 December 2022
Issue publication date: 23 January 2024
Abstract
Purpose
This study aims to examine ethical practices in the banking sector by testing the relationships between customer perceptions of ethicality and brand attributes like affect, image and equity.
Design/methodology/approach
Drawing on the social exchange theory, the authors advance the consumer’s perspective in explaining brand equity in the banking sector. Following the survey technique, the authors used the Hayes’ Macro Process in analysing the data collected from 148 bank customers in New Zealand.
Findings
The findings suggest that customers’ perception of ethicality, brand image and affect are significantly associated with brand equity. Also, brand image and affect significantly mediate the relationship between customer’s perception of ethicality and brand equity.
Research limitations/implications
The main limitation of this study is the use of survey and cross-sectional methods. Future research may adopt mixed-method techniques to provide insightful information on how these variables influence brand equity.
Originality/value
The study demonstrates the mechanisms that facilitate brand equity and contributes to theory by analysing the factors of brand equity in the banking sector, which has been less investigated.
Keywords
Citation
Manansala, G., Arasanmi, C.N. and Ojo, A.O. (2024), "Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector", International Journal of Ethics and Systems, Vol. 40 No. 1, pp. 68-84. https://doi.org/10.1108/IJOES-05-2022-0112
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited